Format

Italian production company Blu Yazmine has acquired the rights to the format Buy It Now from all3Media and is currently producing a 10-episode local adaptation for NOVE (Warner Bros. Discovery) in Italy. The format is a multi-reveal studio entertainment show in which the traditional product pitch is transformed into a high-stakes performance. Entrepreneurs are given just 90 seconds—the amount of time psychologists suggest it takes for consumers to decide whether to spend money—to persuade a studio audience of 100 people to purchase their product.  The range of products featured spans from genuinely innovative to intriguingly unconventional, including items such as foldable bike helmets, smart cutting tools, or devices designed to extract every last drop from a ketchup bottle.

During each pitch, audience members signal their interest by activating a green light. They are then given the opportunity to question the seller before the product’s price is revealed. At that point, tension builds: will the audience consider the price too high and switch off their lights, or will they commit to buying the product with their own money?
If at least one audience member decides to “buy it now,” the entrepreneur advances to the next stage, gaining the opportunity to scale up by pitching to a panel of leading retailers. These industry players are looking for products to purchase in bulk—potentially placing life-changing orders.